Respondents rank being able to contact a company any way they want (via Web, phone, mobile apps, SMS, email, social media, etc.) as the most important part of great customer service.

The next most cited element of excellent customer service is being able to resolve issues without having to talk to a company representative.

Third is the company's anticipating issues when it's contacted, without having to be told the full story.

Getting trapped in automated phone self-service systems is the top reason cited by respondents for ending a business relationship because of poor customer service.

Being forced to wait too long to interact with a company representative ranks second, followed by having to interact with representatives who are unqualified to deal with issues.

About the research: The report was based on data from a survey of 1,200 US consumers across four age groups: Millennials (age 18-30), Generation Xers (age 31-49), Baby Boomers (age 50-69), and members of the Greatest Generation (age 69+).

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.